Allen Solly

Introduction about company:-

Allen Solly founded in 1744 by a company called William Hollin and Co Ltd. The brand was
purchased in the 1993 by a new company called Madura Garments. Aditya Birla Nuvo
acquired Madura Garments and they entered India in 1993 the branded garments business.
Brands operate within consumer categories; a select few even lead them. Very rarely do
brands inspire the birth of an entirely new consumer class. Allen Solly is one such brand. Its
edgy positioning, smart communication, and great fashion together created the 'smart casuals'
category in India. And within two years, with its 'Friday Dressing' fashion concept; it
redefined what India wore to work. Allen Solly helped the nation break away from the boring
black, grey, brown and navy work-wear. Today Allen Solly is among the top most brands in
India. It scores the highest on Brand Equity amid all brands in its segment (according to an
ET Brand Equity survey of Apparel brands.

It is clocking strong growth of over 30 percent CAGR across its formats and stands poised to
cross net sales of INR 1,000 crores in FY 2017. In 2002, Allen Solly became the first Indian
brand to introduce work fashion for women. The women's line was a runaway success,
winning several awards. Ten years later Allen Solly started a process of re-branding. The new
logo -the 'Stag' (the symbol of the city of Nottingham) - was introduced across all touch
points.

In 2013, the kidswear Line was expanded into a complete smart young wardrobeAllen
Sally Juniorfor boys and girls. Solly Jeans Company was launched in 2014 and it has two
exclusive stores in Pune and Bengaluru. Solly Sport was launched as a tennis-inspired
lifestyle sports brand. It has a strategic tie-up with Wimbledon and has made available the
lifestyle apparel and non-apparel Wimbledon lines to Indian consumers. It also has a
considerable social media presence with over a million fans on Facebook as well as a sizeable
Twitter following. Allen Solly, is indeed the personification of a modern, contemporary and
millennial lifestyle, and today carries the original spirit of Friday through a fun week.
Allen Solly- Friday Dressing Everyday
Bringing the concept of Friday Dressing to menswear in India, Allen Solly is known as an
understated yet upbeat work wear brand. Breaking away from convetions, Allen Solly
stomped all the rules when it came to corporate dressing. Ditching the black, greys and
whites, the brand aimed to add a pop of vibrant personality to formal wear with its range of
clothing for women and men. With work cultures getting more relaxed and ditching norms,
the new age workforce can now dress fashionably smart and express their individual style
with Allen Sollys range of clothing. Termed as work casuals the collection ranges from
shirts, T-shirts, chinos, trousers, jeans and jackets for men, while for women the plethora of
styles range from dresses, skirts, blouses, pants and tunics.

Allen Solly- Work Appropriate Casuals

Stylish yet sufficiently casual, you can browse and shop for an Allen Solly shirt online and
pair it up with dark washed jeans and loafers for a work-appropriate look that is also perfect
for days when you mix a little business with leisure. You can also explore the colourful range
of Allen Solly chinos to add a dash of colour to your work wear capsule. For new-age
entrepreneurs who prefer to step out of the boardroom, you can buy an Allen Solly blazer and
partner it with a casual shirt, chinos and brogues for a smart yet effortlessly nonchalant look.

Solly Sport- Style On and Off the Court

Partnering with the most prestigious tennis event in the world, The Championships,
Wimbledon, Allen Sollys sub brand Solly Sport offers a collection of sports inspired
clothing. The fashionable casual wear line offers a collection of T-shirts, shirts, shorts,
trousers and jackets. Perfect for the weekends, an Allen Solly T-shirt paired with shorts and
loafers marks a smart yet nonchalant ensemble that is ideal to wear on and off the court.
Solly by Allen Solly
A pioneer for western wear for women in India, Allen Solly caters to the young woman
professional. Redefining work-wear for women, the chic and fashionable range is perfect for
your 9 to 5. With womenswear getting more experimental with bright colours, innovative
fabrics and stylized silhouettes, Allen Solly captures this transition with their range that
includes dresses, tops, tunics, trousers, skirts, shirts, shorts, suits and blazers. Ditch the blacks
and greys, and add a pop of colour to your work wear style with a trendy Allen Solly dress
partnered with pumps and a stylish tote bag.

Allen Solly products:-

The company have garments, accessories and footwear for both male, female and kids.

For women segment

For men segment

For kids segments

Retail Format:-

Classification of retailers

Store based retailers

Franchise store

Allen Solly show room which I have chosen is Franchise store, Is located in Arcot
road, Palaniappa Nagar, Valasaravakkam, Chennai.

Qualifications Required to start the franchise of Allen Solly

Concept: Formal wear brands

Territory: Nationwide

Training Provided: Yes we provide sales training

Marketing Support: Yes we provide Regional and National level marketing support

Agreement Term: 3 Years and renewal

Investment Required: 15 lakhs -20 lakhs

Business Established: 1881

Franchising Commenced: 1995

Customer of Allen Solly:-

The people who are affordable to buy the cloths above 1500, they are the customer of
Allen Solly. The starting price of the cloths is 1500 to 30,000. The target customer is
middle to high class peoples. They have varieties of cloths like casuals, formals and
suiting for mens, womens and Childers.

The peoples who are looking for quality and branded garments can be the customer of
Allen Solly. Once the people buy and wore cloths there can be the loyal customer of
the company.

The people who wants cloths like formals, casuals, semi-casuals and footwear and
they own accessories with high range of price and varieties they can be a customer of
Allen Solly.

The company itself telling that we are priced higher and they target segment is upper
middle class who are ready to invest minimum 1500 rupees for the cloths.

Supply chain management of Allen Solly:-

Let's take a little look at Allen Solly logistics for a piece of clothing; when you buy it from
the shop, the shop needs to make sure it remains in stock of all of its items, so needs to
predict sales and order more from the warehouse based on their stock levels. The warehouse,
similarly needs to manage deliveries to all of the stores, stock levels and space in the
warehouse as well as managing deliveries from factories and manufacturers.

Manufacturers then need to manage orders and deadlines while making sure they have a
steady supply of materials to manufacture the product with as well as managing deliveries
from other factories in the case of more complex items of clothing which require assembly.

That's the chain for just one item, where in a shop there may be a huge range of colours and
sizes for that item as well as hundreds of other items all with their own variations. Keeping
track of all of this soon becomes a completely insurmountable task and in comes the need for
an ERP system.

ERP is designed to keep track of stock levels everywhere from all the branches of a store to
warehouses, manage factory orders and deadlines as well as material resource planning for
the factories keeping track of material orders and predicting requirements based on orders
and their deadlines. The way this is managed is by sharing all of the order information from
the store level all the way down to the manufacturers and even the designers into a central
location where management can be centralised the whole process can then be managed from
the top down. This very easily turns a phenomenally complicated task into a far simpler one.

Promotional strategies:-

Innovative Ideas

They were first to spot the need of casual work wear for young professionals.

They entered the market with a blockbuster concept of FRIDAY DRESSING

They used unconventional shades of beige and tan and used fabrics like KHAKI in
shirts and trousers, which became a instant hit.

Innovative Branding/Marketing:-

Corporate Collaboration Program

Pre-Friday Launches

Online Promotion

Telecommunication Promotion

Print Media Promotion

Seasonal discount

Pro-codes discount

Online and offline selling

Free home delivery and cash on delivery acceptable.

Marketing Strategies Special Privileges are given *MY SOLLY*

members, which are:
 Get an individual discount.

Special BDAY gifts and bonuses.

Attend specially hosted ALLEN SOLLY events by invitations.

Corporate Collaboration Program

Collaborate with various corporate houses and sponsor corporate events. Discount coupons
of Finally its Friday Allen Solly dressing will be given to foster sales. Open outlets in
campus of companies like Infosys, TCS etc. Give exclusive membership cards to the
employees of collaborated organizations. Are Pre-Friday Launches Now So Introduce new
designs of Finally its Friday collection Much on Thursdays to initiate the Friday buzz. Fun
Special discounts on Thursdays to promote Finally its With Friday dressing. Allen Launch
new Finally its Friday collection especially Solly through fashion shows held in corporate
houses. The models in these fashion shows could be the companies executives itself to bring
in the sense of belongingness to the collection.

Online Promotion:-

Allen Solly fan club- Friday Freaks especially for Friday dressing lovers. Use online
shopping store and avail vicarious trial options to try on dresses online-by creating your own
profile on our website. Online contests on Allen Solly FB page like - upload your office
photo in your Finally its Friday attire. Best photo gets to become the profile picture of
Allen Solly FB page for a day. Send email with flyers and special invites to corporate people
for exclusive Are exhibitions and product line launches. Now create a buzz on online social
media by encouraging people to so discuss what should be the new Friday flavour, it would
set up the much momentum for the upcoming Friday fever. Fun With Telecommunication
Promotion Allen Send SMS to customers to let them know new designer line launch Solly or
give special discounts and offers. Call exclusive customers to personally invite them for
launch of season product line and exhibitions. Call and wish premium customers on their
birthdays and anniversaries.

Print Media Promotion :-

Newspaper Start contests to make a collage of your Friday office moments in the space
provided and bring it to store to avail special discounts. Display these collages in your shop
on a dedicated Finally its Friday customer board. The prize should be discount coupons to
encourage more buying. Magazines - Feature adds and discount coupons in magazines most
read by the target audience.